A new Hotel, residence and Apartment building required a name and identity that reflected the destination and style of the developer’s “British inspired” aspirations as well as its location in Bintaro.

Objectives

The identity featured a word mark emphasising a sense of place, bold background of mood illustrations of urban lifestyle surrounding the development site. This was extended across all communications and advertising

Result

A unique, young and vibrant language that effectively speaks to the young, first apartment owner target market.